Download - How to Write Addictive Feedback Loops
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We can think of the structure of games and apps as the body of a car.
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Rubber, plastic, glassComponents Board, pieces
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Rubber, plastic, glassComponents Board, pieces
Mechanics A turn based game
Step on the gas to move forward
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Rubber, plastic, glassComponents Board, pieces
Mechanics A turn based game
Step on the gas to move forward
Kill opponent's king
Get to placesGoal
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Today, I’m going to show you what makes this car go. The car’s engine.
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It’s called a core game loop/feedback loop,
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and like the car’s engine, when it’s out of tune, the game won’t go very far.
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However when done right, players will repeat their actions again and again.
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They will try to get that friggin’ bird through the poles
dozens of times,
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And swipe endlessly to pass a level in Candy Crush.
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Hi, my name is Dori.I make games and teach game design.
WWW.DoriAdar.com
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And this deck is a part of the Game Design Course for UX’ers.
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To understand the forces behind repeated actions,we must go back in time and meet the godfather of
Behaviorism.
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His name is B.F Skinner and he’s known for this quote...
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“Give me a child and I’ll shape him into anything”
(Yikes)
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And this box.
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The operant conditioning box, AKA the Skinner box, was used to study animal behavior.
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Skinner proved that rats’ behavior could be shaped.
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A stimuli (light or sound) was presented to the rat in the skinner box.
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If the rat responded by pressing a lever,it would get some food as a reward.
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Soon enough the rat was pressing the lever each time the stimuli went on.
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Let me lay it out for you:
Trigger(light or sound)
Simple act(push the lever)
Reward!
Repeat
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Albeit, an interesting thing happened when Skinner started messing with the rat’s rewards.
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Instead of giving the rat a fixed dose of food, he mixed it up.
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The rat would get a small amount on each pull, then, every once in a while, a large amount would be dispensed..
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Every few lever taps: a special treat!
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(I’m pretty sure it wasn’t a huge-ass candy, but you get the idea).
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That drove the Skinner’s rats crazy, pulling the levers endlessly long after no treats were given.
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It turns out that a variable reward is a key factor when conditioning a rat to perform a repetitive action.
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And… this does not apply only to rats.
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Skinner boxes for humans are a very successful business.
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The slot machine core game loop is very similar to what you’ve just seen in the Skinner experiments.
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StimuliThe slot machines are shiny, neony.
They look delicious.
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Simple actionPlayer pulls the machine’s lever.
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AnticipationThe reels role and the tension builds.
Is it a jackpot?
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Variable rewardSometimes something, other times nothing,
every now and then a huge reward.
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Trigger (Deliciously looking
machine)
Simple action (Pull the trigger)
AnticipationVariable reward
(prize money)
The slot machine game loop
Repeat
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You might think that people are slot machine addicts because of the potential money prize.
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I mean, without the $$, what’s the point?
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You’d be surprised to learn that one of the most lucrative casual game genre, is slots.
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Users pour in real money…and win virtual coins.
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It is not the money that is addictive, it’s the loop.
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Apparently winning virtual money can be as exciting as the real deal.
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We are hooked on a
feeling.
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That’s what we are really after.Feelings.
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When designing games and products,make your users feel rewarded.
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And make the reward variable to get them hooked.
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This is one of the secrets of Tinder,the mega huge dating app.
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Each time users log in they see different people they can possibly date.
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TINDER IS LIKE A BOX OF CHOCOLATES
You never know what you’re gonna get!
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After logging in, users would find themselves hooked in a feedback loop that much resembles the slot
machines’ loop:
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Trigger (Deliciously looking
machine)
Simple action (Pull the trigger)
AnticipationVariable reward
(prize money)
The slot machine game loopRepeat
Trigger (Deliciously looking
people)
Simple action (Swipe left/right)
AnticipationVariable reward
(A match!)
RepeatTinder’s game loop
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After all, Tinder is a brilliantly executed slot machine for dating purposes.
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So many games and services that could fit the basic Skinner-slot machine’s loop.
Can you think of any?
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Interested in learning more? Click here to check out
the full game design course!
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Thank you...
Rotem Tamir for editing this slideand you, for reading it :)